Dynamics of Online Shopping Trends for Fashion Products: A Case Study of Himachal Pradesh, India

Abstract

Conducting research on online shopping for fashion products in Himachal Pradesh is crucial to understand consumer preferences, behavior, and challenges unique to the region. Insights gained can inform businesses, policymakers, and retailers, facilitating tailored strategies that enhance the online shopping experience and boost the local fashion industry's growth in the region. The study was conducted on 1500 respondents of Shimla and Solan cities of Himachal Pradesh. The data analysis was divided into two sections: descriptive analysis and inferential analysis. Confirmatory Factor Analysis (CFA), Reliability Analysis, Validity Analysis, Mediation Analysis, Moderation Analysis, Structural Equation Modelling (SEM), t-tests, ANOVA, etc., were applied in order to achieve the stipulated objectives and hypotheses of the study. It is found that customer awareness of online shopping has a positive influence on their buying behaviour for fashion products, establishing a significant relationship. A positive correlation is identified between customer awareness of online shopping and their satisfaction level with the online shopping experience. Customer satisfaction is found to positively affect customer buying behaviour. Factors influencing online fashion purchases directly impact customer buying behaviour.